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Key objectives for the brand's redesign have been to combine a premium brand image with improved on-shelf impact in grocery and better in-depot visibility in the wholesale sector.

To achieve a modern Scottish look for the brand, Glamis Castle has been placed at the core of the design because its location at the heart of the Vale of Strathmore marks the source of the water.

The castle's presence on-pack delivers a real sense of origin and underlines the brand’s provenance. The pack label will also feature the brand’s support for the youth charity The Prince’s Trust.

AG Barr head of marketing, Adrian Troy, said: "Strathmore spring water is an established Scottish brand from a trusted and sustainable water source which is performing well in the category. We know that consumers in the UK like the purity and clarity of Scottish water and particularly the Strathmore brand. This fantastic new redesign will effectively communicate these brand attributes and help us to continue to grow the brand across the market."

The announcement follows success at the Scottish Advertising Awards, held on 24 October 2008, where the brand won three awards for its screen marketing advertisement, 'Skipping and Ribbons'.

In 2008, Strathmore has driven sales with a £2m national marketing campaign with two heavyweight bursts of cinema and TV advertising also featuring its award-winning ‘More Spring’ advert.

Strathmore is one of the fastest growing water brands in the UK, where its current growth of +46% is outperforming a total market in decline at -16%, according to ACNielsen.